DENNIS ODA / DODA@STARBULLETIN.COM Shoppers took advantage of deals yesterday at Razor Concepts II at Pearlridge.

Last-minute shoppers
pack malls

Retailers expect a boost in sales
as the search for holiday bargains
wraps up

'Twas the night before Christmas, and all through Hawaii, shoppers rubbed elbows as crowds filled the malls.

Parking was limited, prices reduced; but sale signs beckoned and last-minute shoppers like the Antonio family of Waipahu figured they had nothing to lose.

So they packed little Merryeve, who was born one Christmas Eve, in her stroller with care and braved Pearlridge Center yesterday to make their holiday complete.

"We just have a little more to go," said Cheleen Antonio, smiling big as she held up a trendy pink-and-white purse marked 60 percent off. "Today is not as bad as yesterday. Yesterday, it was sooooo crowded."

While down to the wire, the family estimated that they would get their shopping down well before nightfall, so that they could go home and celebrate Merryeve's third birthday.

It was the same story all over town. With just hours left until Christmas Day today, Hawaii's consumers picked up the pace of their frantic holiday spending.

"Traffic has been slower this year, but today I had people waiting outside the store when it was still dark," said Lynnelee Coley, manager of Frederick's of Hollywood. "They followed me into the store."

DENNIS ODA / DODA@STARBULLETIN.COM Among the children enjoying the train ride at Pearlridge Center yesterday were Ira Jenne Francisco, left, her sister Krystle and their cousin Jaincess Dansalan.

The International Council of Shopping Centers, a trade association, has estimated that U.S. holiday sales will grow to $230 billion for the combined November and December period. In Hawaii, holiday retail sales account for 25 percent to 40 percent of the total annual revenues for retail sales, said Carol Pregill, president of the Hawaii Retail Merchants Association, which represents more than 2,000 stores on Oahu.

In anticipation of brisk seasonal sales, David Nagamine, owner of Pearlridge Mall's Razor Concepts and Razor Racing, opened a temporary 60 percent-off holiday store, Razor Concepts II.

"Our sales at Christmas are usually three times our regular months," Nagamine said, adding the temporary store is also a good way to get rid of extra inventory.

While traffic at all three stores was a little slower yesterday morning, as the evening grew closer it picked up, said Reimar Muniz, general manager for the Razor stores.

"Business has been really steady," Muniz said. "We've had to hire an additional eight to 10 people so we can put 15 to 20 people on the floor during shifts."

While local retailers have not compiled December sales figures, the shopping center council estimated that holiday retail sales grew by 1.6 percent for the week ending last Saturday.

The season's retail sales might get a lift from the return of the bargain hunters and gift-card redeemers who will continue shopping into the New Year, Pregill said.

"These last few days and hours will be very, very busy," Pregill said. "We're the biggest game in town these days."

DENNIS ODA / DODA@STARBULLETIN.COM Cheleen Antonio, left, and her husband, Nato, kissed their 3-year-old daughter, Merryeve, yesterday inside the Razor Concepts II store at Pearlridge Center. The Antonios braved the last-minute holiday shopping rush on the same day as Merryeve's birthday.

December sales at Pearlridge, Kahala Mall, Aloha Tower Marketplace, Hawaii Kai Towne Center and Kamehameha Shopping Center look strong, said Scott Creel, marketing director for MMI Realty Services Inc., which manages the centers.

"It's all good. Sales are up at all the centers," Creel said. "The Pearlridge train, which is up 2,000 riders for the season, is a good indicator that our business volume is up."

Waiting until the last minute means enduring the hustle and bustle of holiday traffic and shopping crowds, but it also brings more bargains, said Glenn Bungacaya, an Aliamanu resident who was among the thousands shopping at Pearlridge Center on Christmas Eve.

"I waited until the beginning of the week to start my shopping," Bungacaya said. "I went everywhere from Ala Moana to Pearlridge to Waikele. Traffic was hell and it was so hot, but I found good prices. That's the benefit."

The jingle-jangle of Hawaii cash registers is in tune with the rest of the nation.

As of Dec. 19, only 31 percent of U.S. consumers had completed their gift shopping, which means that more than two-thirds still had a little shopping to do before Christmas, according to Michael Niemira, chief economist and director of research at the council of shopping centers.

It is likely the shopping season will extend well past Christmas Day. As the 2004 season comes to an end, many consumers are already thinking about their post-Christmas shopping plans.

The council estimates that one in five consumers plans to head back to the mall tomorrow.